Walmart says it developed the nutrition criteria for the new label in consultation with food and nutrition experts from the public and private sectors.

The criteria use a two-step process: Step one focuses on encouraging people to eat more fruits, vegetables, fiber-rich whole grains, low-fat dairy, nuts and seeds and lean meats. Step two limits the amount of total, trans and saturated fats, sodium and added sugars that can be found in items such as sweetened oatmeal, granola bars, flavored yogurt and frozen meals.

“Our ‘Great For You’ icon provides customers with an easy way to quickly identify healthier food choices. As they continue to balance busy schedules and tight budgets, this simple tool encourages families to have a healthier diet,” said Andrea Thomas, senior vice president of sustainability at Walmart.

The development of the “Great For You” icon is part of an initiative Walmart launched in 2011 to make food healthier and healthier food more affordable. The initiative includes reformulating packaged food to reduce sodium and added sugars and eliminate industrially produced fats by 2015; reducing the price premium on better-for-you food items; and increasing charitable support for nutrition education programs.